© Emma Bert / Marathons.com
We were at the opening of the new Alltricks store in Paris.
Just steps from the Arc de Triomphe, at 20 rue des Acacias, Alltricks opened its new Paris store on March 19. A strategic location for the company specializing in cycling and running, as it continues to expand its presence among passionate consumers. Marathons.com was there.
Bringing the brand closer to Parisians, sharing moments and emotions with them, and offering the very best — that is the ambition of Alltricks (part of Decathlon) with the opening of its new flagship store in the heart of the capital, just steps from the Arc de Triomphe and the Champs-Élysées.
This new store strengthens the company’s presence in the Île-de-France region, marking its third retail location with a 450 m² space in the 17th arrondissement. “This store is symbolic, located just 300 meters from the Arc de Triomphe. It’s a place of victory, a key passage of both the Tour de France and the Paris Marathon,” explains Nicolas Burger, co-CEO of the group.
“It’s a roundabout, a gathering place where routes converge and paths cross. We’re just 500 meters from the Bois de Boulogne, where our future group runs will take place, and only 2 km from the Hippodrome de Longchamp, a popular spot for cyclists.”
Alltricks aims to make this store a true hub for the brand. Numerous group runs will be organized from this location at 20 rue des Acacias in the coming weeks.
| A French success story
Founded in 2008 by Gary Anssens, Alltricks has established itself over the years as a leading player in online sports retail. A success that has since extended into physical stores. Annemasse, Bordeaux, Bouc-Bel-Air, Bron, Coignières, Issy-les-Moulineaux, Lille, Toulouse — and now Paris — the openings keep coming. More are already planned in the coming months, notably in Rennes and Strasbourg. The strategy is clear: stay close to athletes and offer products and services across France.
To support this growth, the company relies on several key pillars. At the heart of Alltricks’ success is a strong sense of versatility and service, summed up by what it calls an “obsession with customer satisfaction.” The goal is to meet the needs of the community, regardless of their level or expectations. “We select the best brands and strive to offer the highest level of service and support for athletes, thanks to our teams of passionate experts,” explains Nicolas Burger. “There are few companies in France and Europe capable of offering such a wide range combined with this level of service, which is what sets us apart.”
| A wide range of products and services
Products, but also repair workshops, bike fitting, and gait analysis — each store offers a wide range of services and brands. In the Paris location, spread over two floors, a treadmill and a home trainer are available so customers can test equipment in real conditions.
Another key pillar of Alltricks’s model is omnichannel retail. “This store is a perfect example of that. You’ll find sales staff equipped with tablets to better assist customers,” explains Nicolas Burger.
Beyond click-and-collect, products are available both in-store and online. Customers can order directly from the shop and have items delivered to their home. “All systems are connected, and we plan to further strengthen this omnichannel approach in the coming years. Retail will play a major role, as we continue opening new stores — in Rennes in two months, in Strasbourg early next year, along with other surprise projects,” he adds.
| Strong ties with consumers and athletes
Alltricks offers 900 brands and 100,000 products, with delivery in under 24 hours across France and in more than 70 countries. Maintaining close contact with the public is central to the company’s approach, and the Paris store represents another step toward connecting with consumers. Nearly a hundred events are organized each year from its stores. On the eve of the opening, a VO2 max testing evening was held for the public — all part of a broader goal: helping athletes perform at their best.
This new location in the streets of Paris is set to embody that strategy. “Beyond being a store, we want to use this space to bring in athletes, create interactions with the public, and host meet-and-greets,” explains Nicolas Burger. Supporting athletes in reaching their highest level remains a key priority, as illustrated by the recent launch of a trail team in collaboration with HOKA.
On March 19, the day of the opening, several top-level athletes were उपस्थित, including Alexis Hanquinquant, Clara Copponi, and Julien Bernard. Also in attendance were two Alltricks athletes: Julien Absalon, a multiple Olympic and world medalist now transitioning to trail running, and the brand’s latest recruit, Etienne Daguinos, a multiple French national team selection and former European 10 km record holder.
| Etienne Daguinos, a key new signing for Alltricks
Alltricks continues to strengthen its roster of athletes, with a growing focus on building collectives. The latest example is the signing of Etienne Daguinos, silver medalist at the 2025 European 10 km Championships. “He’s our new flagship athlete for road running — we were still missing a face in that segment. Alltricks is historically known for cycling, so partnering with profiles like his helps us diversify,” explains Alban Gleyze, Sports Marketing Leader at the company.
On the women’s side, the brand supports Augustine Emeraux-Lombard, a two-time French marathon runner-up, as well as Augustine Haquet, 2026 French indoor champion over 3,000 m. “We’re investing in up-and-coming athletes, particularly in road and track, to raise our profile in these disciplines.”
The deal provides added stability and allows Etienne Daguinos to pursue a more complete project. The elite runner regularly incorporates cycling into his training — a profile that appealed to Alltricks.
“It’s a great opportunity to be well equipped for both running and cycling. It’s also a retailer that brings together all my partners: ASICS, Baouw, Coros. They were looking for a road runner to complete their ambassador team across different sports. It’s rewarding to join this collective, to meet and exchange with other athletes,” he explains.
The middle-distance runner is set to compete at the Berlin Half Marathon and the 10 km de Lille, before taking part in the Paris Marathon as a pacemaker. Representing US Talence, he is aiming for strong performances after a disappointing outing in Lisbon.
“A significant level of fatigue had set in at the end of January — we identified the causes with my team. My form is coming back, and I want to line up for races at 100%,” says Etienne Daguinos.
This summer, he will focus on the 5,000 meters, notably at the Diamond League Paris at the end of June. “I hope to arrive in top shape to post a strong time ahead of the European Championships. French athletes have shown that it’s possible to compete at the highest level, so we’ll definitely aim to be among the frontrunners.”
Etienne Daguinos
Adresse : Alltricks Paris 17 / 20 Rue des Acacias – 75017 Paris
With the opening of a new store in the heart of the capital, Alltricks is sending a strong message: to continue its growth by combining its digital strength with an increasingly strong on-the-ground presence, staying as close as possible to its community.
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Emma BERT
Journaliste
